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Discussing Distribution Channels

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- What is a distribution channel?
- Who is your favorite product's organization and how do they, or your own organization, use channels of distribution to help them realize business success? Specifically, what are the strategies that help them get enough product to the target quickly?
- How does geographical location affect your selection of distribution channels and why should this be included in the marketing planning process?

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This solution discusses distribution channels.

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Distribution channel defined

Distribution channels play a very important role in business. They facilitate the transfer of goods and services from the producers to the end users. How easily and effectively the products and services reach target buyers would depend much on the effectiveness of the company's channels of distribution. In relation to the four Ps of marketing, the distribution channel is equivalent to the Place while the other Ps includes the product, price, and promotions.
Kotler and Armstrong (2001) define distribution channel as a set of interdependent organizations involved in the process of making a product or service available for use or consumption by the consumer or business user. They also emphasized that other marketing decisions are very much dependent on the channels of distribution. To Kotler, the company's pricing ...

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  • Bachelor of Science in Business Administration, University of the Philippines
  • Master in Business Administration, Saint Mary's University
  • Doctor of Philosophy in Education, University of the Philippines
  • Doctor in Business Adminstration (IP), Polytechnic University of the Philippines
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